Includes bibliography and index.

"The seventh edition of 'Marketing: An Introductory Text' by Michael J. Baker has been extensively revised, re-structured and updated, based on careful analysis of both major textbooks and detailed feedback from students and tutors. First published in 1971, this authoritative work has been the foundation textbook for innumerable marketing courses throughout the English-speaking world and has also been translated into other languages While the content reflects that required for an introductory course in Marketing, its approach differs in several important ways from 'standard' textbooks. First and foremost, Baker sees marketing as a synthetic integrative discipline firmly founded in the social sciences, especially Economics, Psychology and Sociology, which seeks to pull together theories, knowledge and ideas from a variety of more theoretically based 'single disciplines', and integrate them into a holistic approach capable of implementation through practice.